INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD

MANAGEMENT SCIENCES

BUSINESS ADMINISTRATION

SNICKERS CHOCLATE

IJAZULHAQ (6545-FMS/BBA/F21
AZHAR AZIMI (6544-FMS/BBA/F21
NOMAN KHAN (6514-FMS/BBA/F21)

Ijazulhaqwisal@gmail.com

Submitted to: (Sir Arif Saleem)

 ABSTRACT
Snickers is a chocolate
bar made by the American
company Mars,
Incorporated, consisting
of nougat topped
with caramel and peanuts tha
t is encased in milk
chocolate. The annual global
sales of Snickers were over
$3 billion as of 2012.
In the United Kingdom,
Snickers was sold under the
brand name Marathon until
1990. A Marathon retro
edition was sold exclusively
at Morrisons for three
months in 2020

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 TABLE OF CONTENTS

Snickers Marketing Strategy and Marketing Mix………………………………………….1

Snickers Product Strategy…………………………………………………………………….2

Snickers Price/Pricing Strategy……………………………………………………………..3

Snickers Place & Distribution Strategy………………………………………………….4

Snickers Promotion & Advertising Strategy………………………………………….5

About Snickers……………………………………………………………………………………..6

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 Snickers Chocolate
INTRODUCTION:
Snickers is a chocolate bar made by the American company Mars,
Incorporated, consisting of nougat topped with caramel and peanuts that is encased
in milk chocolate. The annual global sales of Snickers were over $3 billion as of
2012.
In the United Kingdom, Snickers was sold under the brand name Marathon until
1990. A Marathon retro edition was sold exclusively at Morrisons for three months
in 2020

Snickers Marketing Strategy & Marketing Mix (4Ps):

Marketing Strategy of Snickers analyses the brand with the marketing mix
framework which covers the 4Ps (Product, Price, Place, and Promotion).

There are several marketing strategies like product innovation, pricing approach,
promotion planning etc. These business strategies, based on Snickers marketing
mix, help the brand succeed in the market.

Snickers marketing strategy helps the brand/company to position itself

competitively in the market and achieve its business goals & objectives.

Let us start the Snickers Marketing Strategy & Mix to understand its product,
pricing, advertising & distribution strategies:

In this article we will come around these titles:

Product Strategy
Pricing Strategy
Place and Distribution Strategy
Promotional and Advertising Strategy

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Snickers Product Strategy:
The product strategy and mix in Snickers marketing strategy can be explained as
follows:

Snickers is a popular chocolate brand available all over the world. Snickers falls
into chocolate confectionery category, and it has ingredients such as nougat,
peanuts, and caramel dipped in milk chocolate. Snickers promises satisfaction to
the customers from hunger. It is a chocolate bar, but it is marketed as a snack bar,
It has a wide range of product portfolio in its marketing mix with many variations
like Snickers Munch, Snickers Mini, More Choc, More Caramel, More Nuts, X-
treme, Snickers Duo, Marathon Energy Bars and much more.

The caloric value of 25gms bar is 124Kcal, and 50gms is 248Kcal. The parent
company understood the needs of vegetarian chocolates in the Indian market. So
specifically, they launched the chocolate bar with a green veg symbol on it. It
began mini toffees to target the consumers in the bottom of the pyramid and to
compete with the competitors like Nestle Eclairs, Cadbury Choclairs, etc.

Snickers Price/Pricing Strategy:

Below is the pricing strategy in Snickers marketing strategy:

The Brand Snickers positions the target customers in all age groups in the society,
at upper, middle and upper classes.

It is considered as a health club with nutritional value and guarantees good taste.
The Snickers brand is famous because of its melting of the oral cavity. It has
adopted a mid-range pricing strategy in its marketing mix for its high-end products
like Snickers almond bar, Snickers More Caramel, X-treme, etc.The company has
kept product prices within acceptable limits so that people can make purchases
easily. Reasonable prices and pocket-friendly prices have led to more significant
sales and ultimately bring better income figures. For example, Snickers offers $1
for 25gm bar and $2 for 50 gm bar, which is very nominal as per to the
competitors. Among the various pricing strategy, they came up with price bundling
strategy that offers buy four 50gms bar and get one free. They provide excellent

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margins to their big retailers such as Walmart, Tesco, Lidl, Big Bazaar, etc. so that
retailers could also do price bundling. The launch of Snickers Mini for Rs. 140 for
150gms in the Indian market was a great decision made by the parent company
which gave a straight competition to the companies like Nestle and Cadbury which
offers Eclairs and Choclairs in toffee segment.
Snickers Marketing Strategy comprises of not only its Marketing Mix, but also
segmentation, targeting, positoning, competition and analysis like SWOT.

Snickers Place & Distribution Strategy:

Following is the distribution strategy in the Snickers marketing mix:

Snickers caters to the global market and extends its product offerings to many
countries like Italy, Portugal, Israel, Slovakia, Bosnia, Austria, Poland, Egypt,
Romania, Germany, Latvia, New Zealand, Hungary, Norway, India and many
more. Snickers launched in India in the year 2004 and targeted the masses with the
perfect strategy of starting vegetarian section. The marathon is marketed in Ireland,
Isle of Man and the UK, but the bar is now sold under a single name since 1990. It
has a widespread and robust network because it requires the help of Mars to
distribute its products successfully in the consumer market. Its channels include
services for wholesalers and retailers, reaching consumers through grocery stores,
vending machines, convenience stores, pharmacies, department stores, malls,
airport stores and discount stores. Not only offline distribution, but also a variety of
Snickers products are also available on e-commerce website like Amazon, Flipkart,
Paytm, etc.

that has helped the brand to expand its reach and increase its market share.

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Snickers Promotion & Advertising Strategy:
The promotional and advertising strategy in the Snickers marketing strategy is as
follows:
Snickers as a brand have created a high brand awareness with the help of some,
mindblowing commercials with a great sense of humor. Snickers launched several
innovative and creative ads on television with some renowned actresses such as
Rekha and Sonam Kapoor, and it promoted the brand on various offline platforms
also such as newspapers, magazines, radio, billboards, Hoarding and through the
electronic and print media. Also, Snickers conducts product campaigns with social
media platforms such as YouTube, Facebook, and Instagram.

The promotion of the product with a tagline “Who are you when you are hungry?”
on both the offline and online media is a big hit, this type of advertisements made
the brand awareness of the powerful impact of celebrity power.

One of the most extensive advertising campaigns featuring Betty White and Abe
Vigoda was a huge success and was named the best commercial of the year. The
parent company has entered several sponsorship agreements for Snickers and have
become the official Sponsor of many events like Fifa World Cup, WWE’s
WrestleMania, UEFA European Champions, etc. This concludes the Snickers
marketing mix.

About Snickers:

Snickers is a child company of a famous chocolate brand named Mars. As it is a

subsidiary of parent company Mars Incorporated, Snickers entered the market in
the US in the year 1930, and It got established as a brand that offers both nutritious
and fulfilling chocolate products. It faces competition from multiple competing
brands and their products, some of which are the bounty, Cadbury, five-star, Mars
chocolate bar, Nestle chocolates and many more.

It’s been sold in more than 100 countries and globally the annual sale is around $2
billion. Snickers has an enormous number of product lines varies from one
geographical area to another.

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Resources

(1) https://en.wikipedia.org/wiki/Snickers
(2) https://www.snickers.com/
(3) http://gomart.pk/snickers-en